TH1703

TASK PERFORMANCE: Case Study

Instructions:
1. In line with the previous discussions, your task now is to conduct a case study that aims to find solutions
for the negative factors that influence tourism in the Philippines using the key organizations for tourism
development and the latest tourism trends. To do this, you must read and identify the problems found
in the article on Page 2 of this document
2. Develop a project to solve the problem identified in the article. Use the format below for your written
output:
a. Background of the Study – summary of the case
b. Statement of the Problem – identified problem/s from the case
c. SWOT Analysis – identified strengths and weaknesses (internal factors) as well as
opportunities and threats (external factors) of the case
d. Alternative Courses of Action (ACA) – solutions to the problem
e. Recommendation – final recommendation as chosen from the ACA
Note: Parts d and e must include the use of the key organizations for tourism development and
the latest tourism trends.
3. You must create a PowerPoint presentation of your output to be presented in front of the class for a
maximum of five (5) minutes.
4. Each member is expected to work collaboratively with his/her group to achieve the desired output and
obtain the highest possible grade. You will be graded based on the rubrics below:

GROUP PRESENTATION GRADING RUBRIC

CRITERIA PERFORMANCE INDICATORS POINTS
The presentation had an exceptional amount of valuable information and was
Content 40
extremely beneficial to the class.
It was evident in the group’s output that all of the group members contributed
Collaboration 10
equally.
Organization The presentation was well-organized, well-prepared, and easy to follow. 20
The presenters were all very confident in their delivery and did an excellent
Presentation 30
job of engaging the class. Preparation was very evident.
TOTAL 100

WRITTEN OUTPUT GRADING RUBRIC

CRITERIA PERFORMANCE INDICATORS POINTS
Analysis of the
Insightful and thorough analysis of the case. 40
Situations
Well documented, reasoned, and pedagogically appropriate
Effective
comments on solutions, or proposals for solutions, to all the 40
Solutions/Strategies
problem/s in the case.
Links to Course
Excellent research into the case with clearly documented links to class
Readings and 15
discussions.
Additional Research
Sentence Structure,
Well-constructed and have varied structure and length. The authors
Grammar,
made no errors in grammar, mechanics, and spelling. A 5
Mechanics, and
comprehensive presentation of ideas was evident.
Spelling
TOTAL 100

Averaged Score (Total Presentation Score + Written Output Score) = ____________

2

06 Task Performance 1 *Property of STI

Page 1 of 2
 TH1703

The Future of Philippine Tourism

By Bernardo Villegas, Philippine Inquirer, May 20, 2017

Slowly but surely, the tourism industry is becoming the third growth engine in the service sector, after
remittances from overseas Filipino workers and the BPO-IT sector. Tourism Secretary Wanda Teo recently
announced that the figures for foreign visitors in the first two months of 2017 show encouraging signs that
the target of 7 million foreign tourists for the whole of 2017 is attainable. There were 631,639 foreign arrivals
in January, and 579,178 in February, half of them from South Korea and the United States. These figures for
the first two months of the year already represent 17.30 percent of the targeted 7 million visitors. That’s the
good news.
The not-so-good news is that the Philippines is way behind its neighbors in foreign tourism. In 2016,
for example, Thailand attracted 33 million foreign visitors, Malaysia 27 million, Singapore 16 million, Indonesia
12 million, Vietnam 10 million, and the Philippines 6 million. These figures can be found in a detailed report
on Philippine tourism issued by the think tank CLSA based in Hong Kong.
In a publication issued last February, titled “Mabuhay! Philippine tourism still full of potential,” analyst
Jose-Paolo Fontanilla of CLSA analyzed the Philippine tourism industry and made projections for the next six
years. He painted a bright scenario, projecting that international tourist arrivals will grow at 16 percent
annually for the next six years so that by 2022 total arrivals will break the 14-million mark. Foreign exchange
receipts by 2022 will account for 3.5 percent of GDP.
There is an upside in what is called “Dutertenomics”—i.e., if the massive infrastructure projects both
by the government and the private sector (public-private partnerships) are actually implemented, the influx
of foreign visitors could even be beyond expectations. Note that a good number of the planned projects
involve the privatization of airports in the major tourism destinations like Cebu, Bohol, Palawan, Iloilo,
Bacolod, Davao, and Cagayan de Oro.
Also contributing to a positive outlook is the rebalancing strategy being followed by the Duterte
administration in shifting greater attention to closer relations with our northeast Asian neighbors such as
China, South Korea, Japan, and Taiwan—potential sources of increased tourism flow into the Philippines. The
CLSA study projects the number of Chinese tourists to the Philippines to pass the 4.5-million mark by 2022,
which would still be half of Thailand’s Chinese visitors. By that time China could account for 32 percent of the
Philippines’ tourist arrivals, surpassing South Korea as the Philippines’ top source of tourists, perhaps as early
as 2019. In fact, the one-million mark of Chinese tourists to the Philippines may be reached this year. There is
a lot of room for growth for tourists from Japan, Singapore, Taiwan, and Malaysia, as well as Australia, and the
United Kingdom.
As whole, international tourist arrivals can grow at the brisk rate of 16 percent annually (keeping pace
with the growth of the BPO-IT sector), compared to only 9 percent during the past six years (2010-
2016). Total arrivals will reach 14 million tourists who will be contributing 3.5 percent to GDP by 2022, up
from 2.4 percent in 2016. Tourism also should include the more than 65 million domestic travelers, as
reported in the 2015 Domestic Household Survey conducted by the Philippine Statistical Authority. If domestic
tourism is included, the gross value added contributed by the tourism sector is already equivalent to 8.2
percent of GDP as of the latest actual data in 2015. The CSLA analysis expects this to reach 12.6 percent of
GDP by 2022.
Even more important than its contribution to GDP is the employment-generating potential of the
tourism sector, especially in the countryside. As of 2015, the tourism sector was estimated to have a total
employment of 5.0 million, representing about 12.7 percent of the global workforce in the country. The
Duterte administration is targeting to bring this number up to 6.5 million by 2022; this would bring up the rate
to 14.4 percent of total employees, which is close to the employment rate of manufacturing today.

Lifted and modified from:

Inquirer. (2017). The Future of Philippine Tourism. Retrieved on November 29, 2017 from: http://opinion.inquirer.net/104143/future-philippine-
tourism

06 Task Performance 1 *Property of STI

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